Seeks International Products or Products From Country of Origin

I S B E I N G A L A T I N A M E R I C A N B R A N D

E N O U G H ?U.S. Hispanics have caught the attention of the Latin American food and

beverage industry. ThinkNow partnered with Abasto, the leading platform for Hispanic

entrepreneurs in the food industry, to delve into how U.S. Hispanics view Latin American

food brands and explore the impact "authenticity" has on purchase decisions.

32%

60% 43%

U.S. Hispanics Total Market

Authenticity is Important, But Other Aspects, Particularly Great Taste are Considered More Important

Choose Brands That Reflect Ethnic Background

A U T H E N T I C I T Y

Connection to Culture and Heritage PromptsMore Interest in Latin American Products

Total Market

Hispanics

African Americans

Asian

Non-Hispanic White

49%37%

45%

26%

Bilingual Packaging Makes Little Difference To U.S. Hispanics

Makes no differenceLess likely to try their products More likely to try their products

7% 57% 39%

Great Taste

Brand My Family Enjoys

Low Price

Healthy

Natural Ingredients

Authenticity

Values Its Customers

Well-Known Brand

Brand I Grew Up With

"To me it means that not only the

ingredients but alsothe production of the product occur in the proper region of the

world"

88%

76%

72%

71%

70%

65%

62%

55%

44%

What Does "Authentic" Mean as it Relates to Food or Beverage Brands

Total Market Hispanics

thinknowresearch.com

33%

27%

15% 16% 15%11%

14% 14% 14% 14%12%

9% 6%9%

5%

14%

Original Ingredients

TraditionalFlavor/Taste

Natural Ingredients

OriginalRecipe

Tradition/Culture Not Fake No Additives

8%12%

Quality ReputableBrand